AI adoption is accelerating among revenue teams, but a new report finds widespread breakdowns in execution, effectiveness and alignment.
“The Go-To-Market Performance Gap Report” (registration required) from Highspot found these problems particularly prevalent among a group the report calls “AI Leapers” — organizations that lack the systems to turn insights into action.
Among the report’s findings:
- Only 28% of respondents say AI improves revenue-driving sales performance, despite surging adoption.
- 96% of leaders report strain from shifting priorities and stalled deals.
- 80% report burnout, stress or regretted attrition among their teams, but fewer than
- 25% of companies are investing in enablement or alignment systems.
Source: The Go-To-Market Performance Gap Report from Highspot.
The report found the best-performing companies are driving better outcomes with a more transparent structure, smarter systems and practical uses of AI. They align on specific outcomes, shared metrics, and consistent operating rhythms- not just strategy slides or campaign goals.
Rather than launching disconnected pilots, the report found leading companies use embedded, role-based AI to guide content usage, improve coaching and act in real time. According to McKinsey, fewer than 10% of AI pilots reach scale, but structured, agentic workflows are showing significantly higher impact.
The report found that top performers also integrate content, training, coaching and analytics into a single motion, allowing every salesperson and manager to take action with confidence.
The report is based on a survey of 463 senior sales and revenue leaders across the U.S., Europe, and Asia Pacific conducted by Dynata in June 2025.
Fuel up with free marketing insights.
MarTech is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.